Analysis of Environmental Return on Investment (eROI) in Energy Industry as Water Treatment Company Marketing Strategy

Water is essential to the operations of many industries, including gas processing plants and fertilizer manufacturers. As a result, international water treatment firms confront formidable market competition due to the growing demand. The pandemic had a significant detrimental effect on Ecolab, and in 2020, the firm reported its first-ever negative profit. Environmental Return on Investment (eROI) is one of their marketing campaigns to resolve these issues by delivering value to customers. However, the marketing campaign still does not have a positive profit impact on Ecolab. The study was carried out utilizing the qualitative research approach, which involved gathering data from direct observation, in-depth interviews with respondents, data from internal papers, and other reports used as references. The findings demonstrated that eROI is still a powerful marketing strategy that fits business resources and market demand. The total activities and executions are still not working as a whole; hence, the marketing campaign had less impact on the organization. Ecolab should leverage eROI in their marketing campaign to deliver both value to customers and profit impact to the company. The company should also bring backbone activities such as technical training, supply chain alignment, and marketing support deployment.